UB Anniversary ReVisit: Sonja Norwood Talks ‘Business’ In Two-Part UB Interview

Over the next few months, we’ll be spotlighting features from our e-zines from the last 25 years. T M H Entertainment, T M Hxone and Urban Bridgez.

As the longest running website for R&B online, since 1999 – We’ve been able to conduct some amazing interviews with R&B Royalty, as well Hip Hop Legends.

UB has also been blessed to speak with some of black cultures, biggest icons & executives.

Sonja B. Norwood has 30 years of experience in talent management as the CEO of Norwood & Norwood Inc.

More than just the mother of two talented children, but a business force to be reckoned with.

Sonja was the guiding force behind the launch of daughter Brandy‘s multiplatinum music career with Atlantic Records, which included the Grammy-nominated album titled “Brandy,” ten “Top 10” singles, seven albums, and more than 40 million records sold worldwide.

Sonja also helped facilitate Brandy‘s success through consulting on the TV series “Moesha,” through television and film roles, including the 1997 TV remake of the iconic Disney princess tale “Cinderella,” staring Whitney Houston, and endorsement deals that included international brands such as CoverGirl, DKNY and Candies.

Sonja was also instrumental in the careers of multi-platinum artists such as Ma$e, 702, Silk, BeBe Winans and gospel group Trinitee 5:7, for which Norwood has received a host of platinum and gold plaques. She also consults singer/songwriter Tameka “Tiny” Harris, actors, up-and-coming artists, new and seasoned managers, and independent record labels.

“We’re businesswomen to the bone. Our new manager, Sonja Norwood, is an excellent example of someone getting into this industry and being tough and making sure to get results.” – Chanelle (Trin -i -tee 5:7) (2002)

In 2009, she expanded her television portfolio by entering the realm of reality television alongside her son Ray J. She established herself as an executive producer through reality shows like “For the Love of Ray J,” and “Brandy & Ray J: A Family Business.” In 2016, she took her expertise of consulting online, creating “The Bizness,” an online portal that offers members entertainment-centered workshops, webinars, and training sessions.

In 2018, Sonja Norwood was an adjunct professor at the LA Film School in Hollywood, teaching Artist Management.

Sonja believes in giving back. She accomplishes her philanthropic endeavors by working with charities and organizations close to her heart, including the Norwood Kids Foundation, St Jude’s Hospital for Children, Shriners Hospital for Children, and the American Society for the Prevention of Cruelty to Animals (ASPCA). In addition, she and Brandy started the My Mother, My Daughter Series, sharing the mother-daughter relationship as keynote speakers on the Ultimate Women Expo tours and panels.

Sonja‘s professionalism is extended through her membership in many notable organizations, including Alpha Kappa Alpha Sorority, National Association of Professional Women, Psi Chi Honor Society, and Beta Gamma Sigma Honor Society (Business).

In addition, she is a lifetime member of Southern University’s Alumni Federation, a member of the Southern University Alumni, Los Angeles Chapter, honoree of the San Fernando Valley Links “Top Hat” award honoring Women in the Arts, recipient of the Pursuit of Dream Foundation’s Divine Divas Legacy Award, recipient of the Southern University Alumni Federation, Houston Chapter’s Jaguar of the Year Award, recipient of the Hal’s Cornerstone Award, honoree – Urban Music Executive, honoree – Dress for Success, and the BRE first Woman of the Year award.

Sonja is also the author of the motivational e-book “Change Starts with ME!.”

UBG has had a relationship with the Norwood‘s since our creation, as Ray J was one of our first clients. Sonja Norwood is a gem, in so many aspects. However what she’s best with overall, is business.

This spotlight features excerpts from two UB interviews with Sonja conducted by Aries, she’s candid, honest and direct.

She gives insight on the early stages of the careers of Brandy and Ray J, as well speaks on obstacles she faced as a momager.

Sonja also dishes on her first book and of course, offers great advice to managers and much more!

UrbanBridgez.com: How difficult was the adjustment going from a financial analyst at H&R Block to being an entertainment manager in the business?
Sonja Norwood: I was a District Manager for H&B Block for 11 years. I had no idea that I would be associated with the entertainment business. My goal was to become a Regional Director and only have major stress during tax season. Leaving Block to enter the entertainment business was a major adjustment. I had no idea what the entertainment business was about. I figured business principles and practices were basically the same, boy was I wrong. I knew that there were certain rules that I would not change and I knew that my daughter needed protection so I stepped to the plate and made the best of it. Looking back, if I had known what I know today, I probably would have been terrified and stayed away.

UrbanBridgez.com: Why independent over a major?
Sonja Norwood: At the time, I don’t think we thought independent over major, we thought to support Ray J and his goals. Our goal was to support his dream of being able to produce the type of record he wanted and as the process progressed, independent became an option. I guess we, as a family, have always been willing to take a risk and this was another risk we were willing to take.

Ray J has had a vision of owning his record label -Knockout Entertainment- since he was 13. That vision never left him and when the opportunity came, we decided to support – give it a try and see what happens. I think it has been one of the most daring things we have done with no regrets. Thank God we did it.

UrbanBridgez.com: Ray J has had more success with this album (Raydiation) than any of his previous albums and it was released independently on his own. What is your ultimate goal for building Ray J’s name and brand as an entertainer?
Sonja Norwood: Part of Ray J’s personal growth and strength have been the trials and tribulations he has endured – balanced with success. His creativity and willingness to step out and be risky are characteristics I would not change for anything. My “mother” goals for him are to continue to grow as a man, take risk, not be afraid of what people think or say about him, stand for what he believes and continue to seek God and wisdom. It is more important to me for him to know how to make a way out of no way, love God, love mankind and be able to take care of his family under any circumstances. As far as him as an entertainer, he’s very talented, creative and his talent will always make a way for him. Ultimately, he will determine his brand as an entertainer, I will support whatever his choices are and support with all my might.

UrbanBridgez.com: BRE Magazine recently named you woman of the year for their annually edition. How did you feel to receive such a prestigious honor?
Sonja Norwood: I was very honored to be the first woman to have the cover of BRE as Woman of the Year. It’s a great feeling and I hope it opens doors for other women who are making significant contributions to the entertainment business.

UrbanBridgez.com: What qualities should a good manager possess?
Sonja Norwood: Hm, qualities? What I think and what is, of course, is different. I think all good managers:
1. Should have thorough knowledge of the business.
2. Should be open and honest with their clients.
3. Should focus on their clients rather than opportunities for themselves.
4. Should have goals and visions for their clients in addition to the goals and visions that their clients have for themselves-
5. Always seek opportunities for their clients.
6. Have great relationships and build a solid team.
7. Can adapt to any situation, communication and critical thinking skills.
8. Problem solvers
9. Humble
10. Decisions should be made in the best interest of their clients
11. Can be objective.
12. Maintain integrity no matter what the cost.
13. Keep their clients bank account healthy.

UrbanBridgez.com: What advantages do you feel there are when parents manage their children verses someone outside the family managing them?
Sonja Norwood: Here’s what I know about me as a parent manager- no one cares more about my children and their well being than me. No one knows my children like me and no one will go the distance for my children like me. So those are the greatest advantages. Aside from those natural parental elements and parental instincts, parent managers must know the business or align themselves with someone trustworthy to learn and surround themselves with a good team.

Outside family managers do not carry a label and usually are given more credibility of being a manager whether they know the business or not. Some people would prefer to work with non family managers. In some cases these manager maybe more objective to decision making and has no personal investment in the artists.

UrbanBridgez.com: Do you feel that you laid the groundwork for a lot of the parent managers out today like Matthew Knowles (Beyonce’ & Solange Knowles) and Tina Douglas (Ashanti)?
Sonja Norwood: I can’t say. I did what I had to do at the moment and I’m sure many other parents felt the same way. I feel that I have taken more hits than most. Jamie Foster Brown, gave me the title – momager in 1995. Dang that’s a long time ago so I guess I laid some groundwork but it really doesn’t matter, what matters is more parents and family members are getting involved in careers of people they truly love and are willing to learn the game.

UrbanBridgez.com: Have there ever been any songs that your children have recorded or things they’ve done image-wise that you didn’t agree with? If so, care to share?
Sonja Norwood: Yes and we do have heated conversations about it – sometimes there is reasoning among us and sometimes there isn’t. When all is said and done, the decision remains theirs. If it’s the wrong decision, I will have their backs and we will work through it.

UrbanBridgez.com: Name one thing that you would have done differently regarding your children’s careers.
Sonja Norwood: Regardless of how bad they wanted to be in the entertainment business at a young age, I would have waited until they were 18.

UrbanBridgez.com: How does you feel when people refer to you as a stage mom?
Sonja Norwood: I don’t hear that label – stage mom – now as I did when I first started. People are allowed to think and say what they will, it doesn’t affect who I am nor the business I conduct. I also think it’s a label that parents automatically will hold no matter how successful they are as a manager.

UrbanBridgez.com: How is baby Sy’rai doing.. and does she call you “Mama”?
Sonja Norwood: Sy’rai is the greatest gift given to me in the last 4 years. She is wonderful and thank you for asking. She is my sunshine and my calmness at the end of each day. She calls me Grandma. I didn’t want to be called Grandma but the way she says it, I couldn’t say no. I’m so thankful for her.

UrbanBridgez.com: How do you stay looking so beautiful and so young?
Sonja Norwood: Thanks for the compliment. I don’t know how to answer this question because I don’t see what you see, so I will just move on. :)

UrbanBridgez.com: What are you most proud of in your successful career?
Sonja Norwood: Truthfully? I’m proud to be the mother of two beautiful children and I’m proud God has given me the wisdom to sustain in this business over the years. I’m most proud to have been able to succeed as an independent label against all odd – understand the machine of a major through Brandy and through it all, I still have some sanity. More importantly, I have been able to assist in making the dreams and aspirations of both come to reality. Thank you Jesus!

UrbanBridgez.com: You’ve taught me so much in the years we’ve been friends that have made me make some better business decisions as well as personal, but the one thing you always give me is Bible & personal quotes that I cherish. I save them and keep them whenever I have something major on my mind. I also know from Bran & Ray, you’ve shared some wonderful ones with them. Would you share a few just for this interview that you’ve blessed us with over the years?
Sonja Norwood: My favorite through all times is the book of Romans, 1 Cor 10:13, Isa 54:17, Prov 3:5, Prov 4:5-7, Matt 10:28, Ps 84:11, Matt 21:22 to name a few.

UrbanBridgez.com: Me and you talk all the time about you writing a book, and you always say you think about it, but you don’t think now is the time or if people will want to read it. And every time I try to persuade you more to do it, will we ever get that book from you?
Sonja Norwood: I thought about that book many times. I would like to write a book but then I ask myself, who would want to read a book from me? Do I have a lot to say? What would be the purpose? Can I help someone? When those questions are answered, maybe; and maybe I’ll never know those answers until one is written. We’ll see.

UrbanBridgez.com: What’s next for Sonja Norwood?
Sonja Norwood: When I’m completely comfortable with knowing that my two understands this business in every aspect, are prepared and can sustain, I will retire (big smile) – OK semi retire, move back to Mississippi and probably get into politics.

UrbanBridgez.com: You’ve been working on your website for sometime now, now that it’s finally launched what do you want people to get out of it when they log on?
Sonja Norwood: I really want people to get the messages from the blogs I write. Those who are interested in learning the business will have the opportunity to register for my webinars on subjects that will help them navigate successfully in the industry. It’s been a long time coming for my website so I would love for visitors to feel free to browse around and enjoy. If you have a question, there is an “Ask Sonja” section that gives the visitor the opportunity to ask me questions about the entertainment business. SonjaNorwood.com is a place where I share information and knowledge based on my experience. There is a video section dedicated to my live and recorded webinars. I’m very anxious to help people understand the ins and outs of the entertainment industry – music, TV/film, acting and more. The material is understandable and relatable. Also it’s important to know that the skills needed to handle business are learned and I want to make sure you get it all.

UrbanBridgez.com: What is your goal with your webinars and what will people get out of them who take part?
Sonja Norwood: I am often approached to manage other people, give advice to new moms wanting to manager and consult. Because those who are interested in working with me are not local, I thought to conduct webinars would be a great way to bring everyone together from the comfort of their own homes. Ah, what will people get out of them who take part? I want to share knowledge and experience. Knowledge and experience that I’ve gained over the past 18+ years and what I’ve seen of others. Some of the topics are: How to get in the entertainment business, How to get your kid in the show business? Should you sign to a major label or indie? Fear destroys careers, how to overcome! Watch out for the Gatekeepers! 10 things to do to screw up your career. Where’s the money – negotiation, and so on. I’m particularly interested in training young females to be managers, CEOs and entrepreneur in the business. I don’t believe we have an adequate amount of females out here. We have a lot to offer and we definitely can get the job done. We need to own some things and take control of what God has given us and exhale a breath of fresh air in the business.

UrbanBridgez.com: Alot of people like myself have been wanting you to write a book for sometime now. Tell us about your first e-book Change Starts With You?
Sonja Norwood: It’s really strange how the writing of my eBook, ‘Change Start With ME!’ came about. I don’t consider myself a writer, grammarian, or expert in the field of English but my soul yearns to reach and help people to dream and accomplish goals and be successful. The foundation of the book came from browsing the Internet one summer evening. On this evening, I was so caught up in the number of negative comments from people having the nerve to talk about an icon who had departed this earth and was disrespected like no other. It seems everywhere I browsed that night, some “anybody” was talking negative. Didn’t matter whether it was a preacher talking about God, a missionary feeding the hunger, or the birth of a new baby, the “any bodies” were out and about that night. I walked away with sadness because I wondered how did the world get this bad? I prayed to God. So the next day, I begin to write. And thus Change Starts With ME! One person can make a difference if they decided to change.

UrbanBridgez.com: How important is social media to you?
Sonja Norwood: Every business must be a social media user; it is no way around it! I’ve always wanted to be a new media person and I love the thought of building websites. That’s a goal, but yes, social media is very important for product promotions, artist promotions, etc. It’s very fascinating and there is plenty to say positive too. I use social media to educate myself, my granddaughter and enjoy traveling to places I’ve never been. You have to take the bitter with the sweet and avoid that which you don’t want to digest. So it’s very, very important!

UrbanBridgez.com: What’s your take on people, meaning the good, bad and ugly? How do you handle the negative compared to how do you deal with the positive?
Sonja Norwood: It’s important to know your “authentic self” to survive the wilds of this world period. Negativity is everyway! It is what it is! Individuals, who make it their business to turn on the computer, write a blog, record video footage or take a picture, and such likes to deliberately bring hurt and harm to the reputation is sad and they will have their day. You can’t fight those people, you can’t waste time listening to what they say and you shouldn’t support those places. Those individuals, who sit behind an anonymous name to talk about others without regard to him or her self, will have his or her day too. Aries, one thing about God’s law, you can’t get away with bring harm to others. You’ll have your day. God said, “Vengeance is mine, I will repay.” What better way to have your “any bodies” silenced at the hand of God rather than you trying to fix it yourself. Be patience! People will believe what they want to believe; we have to pray for a better world and peace. Read my eBook on this subject. Being positive is critical. You have to know yourself and understand that no one can control your day or your destiny unless you allow him or her too. Don’t let someone kick your cat, stand strong and have the courage to know that your life is your choice. If you can walk away from negativity, walk away, don’t listen and don’t allow it in your circle. I pray that I can help someone to decide to change, that’s my goal. But, let’s face it, the world wants drama, good news, Aries does not sell, that’s so sad!

UrbanBridgez.com: Don’t I know it! What would the Sonja now, tell the Sonja who first started Norwood & Norwood after leaving her corporate job?
Sonja Norwood: The more seasoned Sonja Norwood today would tell the novice Sonja Norwood of yesterday, “You’ll understand it better by and by.” Sonja Norwood back then was more about protecting a minor child from those who only saw her as a commodity. Back then it was about learning the business from scratch, wearing two hats of which I didn’t have experience at either. You see I didn’t know about the entertainment industry. I didn’t buy magazines; I didn’t buy records, none of that. And, I was also trying to be a mother of two adolescences, which I had no experience either. You’re not born with a GPS for mothering. Learn as you go! It was rough! But no matter, it was my responsibility to make sure my children were safe and had the opportunity to move in adulthood safely. Looking back I will say to Sonja with a J, you have a long row to hoe and you can do this! Stand strong, stand firm and no matter what people say or think about you, protect your children. God will make your enemy your footstool. Learn everything you can, and burn the midnight oil. This is another reason I want to reach out and provide a way for new managers to learn and be trained for representation. It’s important that you don’t mess up another’s career simply because the lack of knowledge. There wasn’t a welcome wagon entering the business for me and today this Sonja Norwood wants to make sure opportunities are opened for more females and they are trained and ready to sit at the table and say, “Let’s do business!”

UrbanBridgez.com: Brandy and Ray J are both doing extremely well with Brandy releasing her highly anticipated album next month and Ray J staring in a brand new show debuting this month, just how proud of you of them both at this moment?
Sonja Norwood: I’m very proud of my children! They are my life! And I love my granddaughter, Sy’rai; she brings a whole new twist on what parenting and grand parenting suppose to be in the 21st century.

UrbanBridgez.com: If you could go back and change one thing about Bran and Ray’s careers that you made happen as a manager, whether it be a single release, video, etc. what would it be for each of them?
Sonja Norwood: Not so much as the things I would change but more so the questions I’d like to have answered.

UrbanBridgez.com: Everyone knows you as the business one in the family, but does Mr. Norwood also help you create and bring ideas to the table when you’re working on different projects?
Sonja Norwood: Absolutely. He is very much a part of what I do because I have to have someone to listen to me especially when others have tuned me out. We burn the midnight oil together with what’s next.

UrbanBridgez.com: So many watched your family in Family Business on VH1, looking back now is there anything you would change about what was filmed?
Sonja Norwood: Family Business was definitely an experience for me. Took a minute to get use to being on camera. Hindsight is always 20/20. When looking back you focus on what you can use from those experiences to make the next project better and more successful and move on. I don’t believe in “if we had done this, then” in an emotional manner. That type of critiquing cripples business. BTW, we didn’t do season three because we had given all the drama the family bore and to drum up drama just because is not a reflection of who our family it. Kudos to Family Business.

UrbanBridgez.com: What’s the best part about being a Grandmother?
Sonja Norwood: The love, the questions and expectations from your Grandchild. I love her and she loves me and we have a solid relationship. Brandy has done a good job being her mother. Sy’rai has a heart of gold. I’m so happy to be here to know what grand parenting is all about. I tell her, my prayer for her is to be a Justice of the Supreme Court. She looks at me as if I should know already and says, “But, Gramma, I’m an entertainer.” I say, “Lord have mercy.”

UrbanBridgez.com: You’ve done it all, Management, TV Producer, major deals, you name it you’ve done it. What are you the most proudest of in your professional life?
Sonja Norwood: I’m proud that we are still family after 18+ years in the business. We love each other but we also like each other too. This business will strain relationships but the goal is to not allow it to destroy relationships. I’m proud of the careers my children have in this business, how grounded they are and how they’ve continued to love what they do. I’m very proud that my family was instrumental in helping Jessica Harris, hometown native to find a heart and receive a heart transplant. It’s a huge thing to help someone find a heart! How big is that? To me that tops it all. And I’m proud of you too. You’ve been around me for a long time now and you’ve always supported.

UrbanBridgez.com: That’s great to hear because you don’t hear parents often say they learn from their children.
Sonja Norwood: What? I’ve learned a lot from my children and still learning. I’m never too old to learn and learning from my children is actually a cool thing. Bran gives me more advice and always shares reading material. Ray is a great listener. Loves to spend time with family. Both are encouraging. They believe I should try whatever will make me happy. They’re always encouraging. I love them for that. God’s gift for sure!

UrbanBridgez.com: Any last words for your fans?
Sonja Norwood: My heart throws love to the many fans who have been a part of our family. I wish that I could personally thank each of you and show just how much we have appreciated you over the years. My thoughts and prayers for you are to dream and dream big, dreams can come true and they can come true for you – believe, don’t get discouraged and know that God is on your side. When trials and tribulations seem to get in the way, they will strengthen you, learn from them and appreciate the struggle, its only a short journey to success.

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